Three creators, one Formula 1 weekend, 1.02M reach
Sol de Janeiro
- 19posts from one weekend, on Instagram, TikTok and YouTube
- 1.02Mreach, 1.39M views
- 66Kengagements, 6.5% of reach
- $27.7Kearned media value from three creators
Brief
Sol de Janeiro launched the Intense Mists on Formula 1 weekend in Madrid: a dinner at the Four Seasons, hosted by Kika Gomes. For DACH the brand had three seats at that table and needed the creators who would turn one weekend into reach in the German-speaking market.
What I did
I ran the talent sourcing for DACH from longlist to final three. Every profile was scored on audience fit in DACH, aesthetic and closeness to the brand, and checked for engagement and audience quality. I cast Nila, Andrea and Millane: three different formats, one shared audience.
What happened
19 posts from one weekend: Stories, Reels, TikToks and a YouTube vlog. 1.02M reach, 1.39M views and around 66,000 engagements, which is 6.5 percent of reach. Earned media value: $27.7K from three creators.
Why it worked
Three seats, three formats. Nila, Andrea and Millane reach the same DACH audience in different ways, so the weekend showed up as Stories, Reels, TikToks and a vlog instead of three versions of the same post. Choosing for closeness to the brand over follower count is why the content read as their own, and why their communities responded to it.
- 01
Longlist
Profiles with a German-speaking community that fits the scent and the occasion. Reach counted, fit counted more.
- 02
Final three
Nila, Andrea and Millane: three formats, from Stories to a vlog, so the weekend would not appear three times in the same shape.
- 03
The weekend
Launch dinner at the Four Seasons, then race day at the Formula 1. The creators showed it the way their community knows them.
- 04
Content and numbers
19 posts between 12 and 20 September, tracked to reach, views, engagements and earned media value for the brand's report.
- Creator shortlist for DACH
- Talent Sourcing: three creators
- 19 posts
- Instagram, TikTok, YouTube
- Report with reach, views, engagement and EMV
The situation
One international event, one weekend, three places for DACH. The brief asked for creators with a German-speaking community who fit the world of the Intense Mists and would show Madrid in their own way, without a script.
The talent sourcing decision
I selected for audience, aesthetic and closeness to the brand, with reach as one factor among several. The three profiles differ on purpose: Nila, Andrea and Millane each have their own format, and all three speak to the same audience. That is what turned one weekend into 19 different posts instead of one post three times.
What the numbers say
- 19 posts across Instagram, TikTok and YouTube, 12 to 20 September
- 1.02M reach and 1.39M views
- around 66,000 engagements, 6.5 percent of reach
- $27.7K earned media value
For the brand’s report that is one line: three creators, one weekend, 1.02M reach and $27.7K earned media value.
How I select creators is part of talent sourcing.
Influencer Marketing
Talent sourcing, seeding, paid Instagram and TikTok collaborations and UGC, managed from brief to report.
- For US brands entering DACH
US brands entering DACH. One local partner.
German influencers, seeding, events and content run locally in German, and reported to your HQ in English.
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